share15: international search & localization - bob dearsley, steve krull, michael velasco

The leading industry event by digital marketers for digital marketers

powered by BRIGHTEDGE

Breaking Borders: International SEO & Localization panel.

Motorola SolutionsThe B2B Marketing Lab & Be Found Online

A Global program with a thoroughly regional engagement plan.

International Site Migration 2014-2015

@B2BMarketingLab @MotorolaSolutions @BeFoundOnline

@brightedge #share15

• Key Participants• Project Introduction• Drivers for Change• Key Challenges• Solution

Agenda

• Approach - Program Plan

• Timeline• Key Results• Takeaways


Key Participants

Michaelangelo VelascoDirector, Brand & Digital Experience StrategyMotorola SolutionsChicago, Illinois

Bob DearsleyChief Executive

The B2B Marketing Laboratory (B2BML)London, England

Karla CalinawanSenior Engagement Manager

BrightEdge Professional ServicesSan Francisco, California

Steve KrullChief Executive

Be Found Online (BFO)Chicago, Illinois


Project Intro

Repositioning of the brand in progress

New focus for the business

New digital experience for aging

MotorolaSolutions.com


Drivers for Change

A hard deadline for migration was necessary, as one third of the website was being removed as part

of the sale of the Enterprise Products division.


Drivers for Change

A decision was taken to use this as the impetus to transition from the Vignette platform to Adobe Experience Manager and to

change multiple components of the Marketing Stack: Analytics, Tag Management & Marketing Automation


It starts with a website…

With over 18,000 pages…


17 different locales…

With…


12 different languages…


5 English versions...


No optimized mobile version

And…


• Complicated Page structure

• Heavy content• Non-SEO optimized URLs• Duplicate pages

Old Website…


…New Website

• Simple Page structure• Lighter content• SEO optimized URLs• Elimination of duplicate

pages


Key Challenges

Maintaining the domain authority and page rank of the website despite the loss of almost half of the key product pageswww.

UX re-design & re-development of the overall Customer Experience

Managing the complexity of an international scale launch and search optimization effort

Migration, translation and review of over 18,000 pages of the site

95%5%

Very short timeline: <9 months for planning, design & execution and launch

automatic migration

manual migration


Solution

BrightEdge was engaged by Motorola Solutions as the Professional Services contractor and BrightEdge in turn brought in two regional BrightEdge Partners –

The B2B Marketing Laboratory – a specialist in international Search Marketing based in London and managing the EMEA and Asia-Pac sites and

Be Found Online – Chicago-based Search Marketing experts to manage North and South America.


Approach

Pre-planning, education, level-setting

Monitoring, BrightEdge Migration, Dashboard set-up

Implementation Planning URL Equity AssessmentTaxonomy & URL Structure, Pre-migration review,Regional Keyword Research

Implementation and Migration, Regional content development and Optimisation, Pre-migration Crawl, Staging Audit and Differential

Migration & Translation, Crawl, crawl, crawl!

Post Migration Support, Review, review, review!

Phase 1

Phase 0

Phase 2

Phase 3

Phase 4

Phase 5


Timeline


Key Results


Key Results

Key results are based on the findings from BrightEdge Data Cube and Keyword Rankings

BrightEdge Data Cube is a massive content repository, the industry’s largest data set made up of billions of

pieces of information which includes:

Keywords Search terms Rich Media Content Performance on the web

BrightEdge processes over 100 terabytes of data each week, massive data set to be able to understand marketers entire organic search footprint, and build a competitive strategy to win.

With the Data Cube Score you can understand how well you are targeting

demand and gain a detailed understanding of the topics that resonate best with consumers.


Global Organic Traffic

“On first glance –

this is over 50%average monthly

organic traffic loss!”

Migration


Global Organic Traffic Excluding enterprise related traffic

“But excluding enterprise

related pages we saw a drop of average monthly

traffic of just 21%!”

Old Site New Site

Migration


Global Organic Traffic Focusing Product Pages

“When looking at the data for product pages

average monthly organic traffic has increased by

0.5%!”Old Site New Site

Migration


Ranked on Page 1 Ranked on Page 2

Ranked on Page 3 Ranked on Page 4 to 10

Organic Keyword Results: GlobalExcluding Enterprise Related Pages

Migration

“Average monthly

number of keywords the website ranks for on

Page One has increased by 23%!”


Global Data Cube Organic Keywords Focusing on Product Pages

“Post-migration the average monthly number of keywords the website

ranks for on Page One on a Global level increased

by 16%!”Ranked on Page 1 Ranked on Page 2

Ranked on Page 3 Ranked on Page 4 to 10

Migration


Global Data Cube ScoreExcluding Enterprise Related Pages

“Global Data

Cube Score improved by 31%

after the migration!”

Migration


Global Data Cube ScoreProduct Pages

“Global data Cube Score

of the products pages improved by 1% after

migration”

Migration


Key Insights from USA & UK

“

19% 14%

USA Organic Traffic (excluding enterprise)

UK Organic Traffic (excluding enterprise)

Every 301 redirect will leak some SEO value therefore, a good migration will still be likely to a drop in organic traffic of 15-25%”


Key Insights from USA & UK

60%

2%

UK number of keywords ranking

on Page 1

USA number of keywords ranking

on Page 1

22%

36%

UK Data Cube Score of the key Motorola

Solutions Product Pages

USA Data Cube Score of the key

Motorola Solutions

Product Pages

Practical Takeaways


• Pre-audit and pre-planning for information architecture – so important to ensure proper visibility of URLs and mapping of content

• Ensuring goodwill of all parties through active engagement• Importance of relentless project management planning and

direction • Weekly conference calls essential • Clear regional engagement and involvement• Pre-briefing and education before engagement begins• Trust in the experts – operating latitude at all levels • Exec sponsor trust in team; team trust in partners• Be sure your International Partners work closely together!


This is close co-operation!

Be Found Online

Steve Krull, CEO773.904.1182@SteveKrull

[email protected]

Be Found Online International

Bob Dearsley, CEO+44 (0)20 7183 0288@BobDearsley

[email protected]

mailto:[email protected]

mailto:[email protected]